Unleashing the Power of AI and Big Data for Advertising: A Framework for Intensive Longitudinal Mediation When Using AI to Study Advertising Effectiveness
本文提出密集纵向中介分析方法，帮助广告研究者利用AI和大数据实时数据，揭示广告效果的心理机制何时开始、达到峰值和结束，并提供操作指南和示例。
AI and big data provide advertisers unparalleled access to a continuous stream of real-time data. However, current approaches fail to address the analytical challenges associated with this data, particularly for advertising researchers exploring psychological processes. This work illuminates how intensive longitudinal mediation can address these issues by providing insights into the underlying processes through which advertising effects occur, including when a process mechanism begins, peaks, and ends. The authors present an easy-to-use approach, guidelines for conducting intensive longitudinal mediation, an illustrative example, and areas for future research to show how this approach provides advertising researchers with deeper knowledge of advertising phenomena.